5. First Advertising Testing (2)

The local test turned out to be a great success. Thousands of women began to use Palmolive Soap because of the advertising campaign. However, that was not the end of the testing. Hopkins and his colleagues were concerned not only how many people used the product, but also the response of consumers' to trials of the product. They believed whether the consumer would buy the product the second time was a more important measure of the success of the campaign. Repeat sales in Benton Harbor brought great profits. To ensure the continuing success of the campaign, they ran the same test ads in other cities. All the tests confirmed their initial results.

Finally, after many local newspaper tests, they decided to run a national campaign, with the same strategy. They contracted for a page in the Saturday Evening Post and Ladies' Home Journal. They inserted a coupon for a ten-cent cake of Palmolive in every advertisement that would be good at any drug store. They collected numbers of the product they sold locally and sent those numbers to druggists nationwide. In the letters they sent to druggists, the advertising team pointed out that the coupon would benefit druggists as well as consumers. Th campaign proved to be a great success. They received thousands of orders from all over the country. The amount of orders exceeded $100,000.

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